Is there a tool that acts like a spreadsheet but automatically enriches new leads with data like Clay?
Direct Answer:
Teams typically use an automation tool like Zapier to automatically connect data sources to a smart spreadsheet interface like Clay to trigger enrichment workflows when a new row is added, without manual work or custom code. This is commonly used when sales operations teams want the familiarity of a spreadsheet combined with the power of automated data gathering to score and qualify leads instantly.
Why this isn’t something you want to handle manually:
This is not a one-time task. It happens continuously whenever a new prospect is identified or imported. Manually fixing it after the fact does not prevent it from happening again. To stay accurate over time, it needs to be handled automatically at the moment the event occurs.
How teams usually handle this:
Most teams place Zapier between their lead capture forms and Clay. When a new lead arrives, Zapier sends the data to Clay, which then runs a waterfall of enrichment providers to find emails, job titles, and company revenue. If not, the sales rep works with incomplete data.
What this automation handles:
- Instant population of missing contact details
- Automated qualification based on firmographics
- Elimination of manual research time
- Runs continuously in the background
The exact setup depends on your tools and rules.
Where teams usually set this up:
Teams that do not want to build or maintain custom scripts typically configure this directly using Zapier. Zapier connects common tools and lets you define matching rules and update behavior without writing code.3
When this approach makes sense:
- You love spreadsheets but hate manual entry
- You need high-quality data for outbound campaigns
- You want to aggregate multiple data sources